Brand Emotional Attachment of Bone China Consumption:The Case of WEDGWOOD Bone China

• Main Authors: HUANG, SHENG.-MIN, 黃聖閔
• Other Authors: CHU,YANN-FANG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/nb4kn8

碩士 === 崇右影藝科技大學 === 經營管理系 === 106 === Invented by the English in 1794, the term bone china has a history of more than two centuries, and bone china has been designated imperial porcelains of the UK. By adding 51% of powdered animal bones to its products, WEDGWOOD, a leading brand of fine bone china, has become the maker using the most animal bone in bone china. Apart from investigating the consumer behaviors through the WEDGWOOD physical store at the Mitsui Outlet Park, this study explored the change in consumption patterns and how shopkeepers establish and maintain long-term relationships with customers at the rise of online shopping. Apart from providing fine products and sound services, how WEDGWOOD maintains market, avoids the red ocean trap, discovers the sources of problems and improves sales performance through innovation? This study conducted a survey at the Mitsui Outlet Park in Linkou. All 100 questionnaires distributed were recovered, with a 100% recovery rate. This study found that the consumption behavior of fine bone china positively correlates to brand emotional attachment. To WEDGWOOD, it is very important for shopkeepers to maintain long-term interaction with customers for more customers of different age groups to identify with and then prefer WEDGWOOD bone china.